5 July 2019

Our Keynote speaker, Emma Chittenden, has worked as a project, change and web manager, business analyst, user experience consultant, user researcher, and information architect with clients as diverse as The London Eye, Gumball 3000, and Pearson Education.

Here, she discusses the importance of the single word and taxonomy label choices.

As taxonomists we aren’t just dealing with words, we’re often dealing with single words. A single word that’s used to direct someone into a section on a website. It’s a label that most people don’t see or don’t notice unless we get it wrong.

I hadn’t given much thought to how much each word we use is loaded with inferred meanings and hidden subtext until I worked on projects for two very different education websites. The first project, the label I chose worked as it was meant to. The second project, it didn’t. This got me thinking about how much human psychology and linguistics impact the way we interact with websites. I now view label choices through a completely different lens, wondering what led someone to pick the label they did, and how well it tested.

At Boot Camp, I’m going to take you on a journey of everything I’ve learned while I tried (and failed) to get a label that worked for everyone. You’ll learn how the context and purpose of the label are often far more important than the label itself. I’ll share with you the tools I use to create labels and how I test them, and finally, how sometimes a gamble on a label can pay off in ways you never expect it to.

Taxonomy Boot Camp London agenda is here.

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